The Essence
“A Brand is more than a Logo”. This is true. But a Brand is not a Brand without a Logo.”
From Chapter 12 “Logo On”
“If a name or logo is not interesting enough, if it doesn’t have the visual hook that creates an instant mental image – an emotion – recognised and registered, it doesn’t make it to the 3 seconds it needs for retention and it is expelled from the short term memory in 0.05 seconds.”
From Chapter 10 “The Naming Game”
Case Study
Virtus International Sports Federation
7 years on and still going strong.
Simply turning heads was never the aim.
Attracting attention was only a bronze medal win.
The real victory was breathing life into the image of an International Sport Federation.
One that directly supports Elite Athletes.
Direct Cladding
Egginton Group
Picture Perfect Data
PRYOR Technology
Thomas Flinn & Co.
Wooldale Electrical
